Proving DSP's Value

A renowned portable power generator brand had questions about the synergy between Amazon DSP and Sponsored Products: Was DSP actually contributing to sales growth? Were DSP and SP working together, or competing? And what was the optimal budget split between the two?

The brand aimed to achieve higher target audience coverage and sales growth, but needed hard data before increasing their DSP investment.

Run Overlap Analysis to Map Audience Synergy

We applied AMC's overlap analysis to understand how DSP and Sponsored Products audiences intersected. This surfaced a critical finding: 17% of the reached audience was targeted by both DSP and SP, and audiences exposed to both showed 3.6-4.6x higher ROAS than those reached by SP alone. We also introduced Firetablet as a new traffic channel to broaden the overall audience pool.

Use Path-to-Conversion and MTA to Quantify DSP's Role

We ran a Path-to-Conversion analysis revealing that DSP-initiated ads accounted for 71% of all purchasers, and that 75% of sales were completed via DSP conversion. A Markov Chain-based multi-touch attribution model then showed that increasing the DSP budget proportion to 64% — while holding total budget constant — could raise total sales by 44.5%.

Retarget SP Audiences Through DSP to Close the Loop

Based on the analysis, we launched campaigns continuously across multiple advertising channels for broader reach, and used DSP's Amazon Audience Creation feature to retarget audiences who had previously interacted with Sponsored Products ads.

The brand increased upper-funnel DSP spend to stimulate brand searches and used DSP conversion ads to track and convert brand search audiences. DSP delivered 16% higher ROAS and contributed to 99% sales growth for the brand.